Some interesting articles and research have just been published about this exploding market. This is where it started for me: Mapping Workplace Collaboration Startups.
That article as the title suggests, focuses on startups. I haven’t even heard of many of the companies/tools. It got me thinking they are either very early stage or niche products. I tried to make some sense and created this doodle.
I’m not saying this is the way to define the market, for the moment it was just a way to make sense of where the batch of startups in that first article fell. As you can see, I’m suggesting they are for early adopters and small companies, startups themselves probably.
The post rightfully points out the dominance of the big players like Microsoft and Google with their suites. Which led me to think about another big factor on which one could slice the market: best of breed versus suites or bundled solutions like Office 365.
These are clearly dominant players but here too its debateable where these would fit. I would say O365 predominantly with large customers and with over 200 million active users is probably in the upper right quadrant. Google’s G Suite perhaps lower down in that quadrant.
Playing a positioning game in this fast moving market is pretty ambiguous. Having said that I have played it before: Thought rocket: state of enterprise collaboration.
The first article linked to has done a pretty good job of slicing the market up into categories. Admittedly the focus is “private companies that rely on network-driven growth rather than enterprise sales.”
Positioning games aside, that article also mentioned a “report from Zapier on remote work which found that 74% of American knowledge workers would quit their jobs to work remotely. Since only 3% of American workers in 2017 worked from home, there’s a huge, aspirational gap between today and the future of work.” That, if it is to be believed as a driver of workplace collaboration and extrapolated to the rest of the world, says there is still huge amounts of growth to go.
Another interesting report just out is from Okta: Businesses @ Work 2020: New Decade, New Apps, and New Ways to Work.
This article touches on the best of breed versus suite debate and also gives a nod to startups and incumbents. But the real point of this article is it’s focus on Apps and not just the ready made ones provided by startups and incumbents alike.
This year, the number of apps per customer is up 6% from last year — 10% of our customers now use 200 apps or more to power productive, secure collaboration.
I’m pretty sure a lot of those Apps are custom built. What this points to is the increasing number of companies that are providing App development platforms. Like Microsoft’s Power Apps but more broadly Azure, AWS, Google Cloud Platform, etc. Another interesting point from the Okta report:
App FOMO is real: More so than ever before, customers are “double-dipping” by purchasing best-of-breed apps in addition to bundles. 78% of Okta’s Office 365 customers have adopted one or more best-of-breed apps with the same functionality as the Office 365 suite, up from 76% last year. When it comes to the trade-off between a centralized provider and individual solutions, functionality, ease of use, and employee needs come first.
All of which leads to an even greater explosion. I don’t believe any of this is actually helping productivity, possibly even hindering, if improved productivity is even something you should target. I doubt that as I’ve written about here: Why selling productivity is hard and what to focus on instead.